How to make & lose money in PPC

Luke Alley taking his knowledge from managing hundreds of thousands of dollars in client spend and sharing ways to make money in PPC and things to avoid in PPC (thus helping you NOT lose money) This presentation was given at Eastern Arizona College to a handful of small business owners around the Gila Valley in Thatcher Arizona.

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Not Separating Search and Display Network How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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The Search Network How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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The Display Network How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Using Only Broad Match Keywords MAKE MILLIONS- Millions of babies, make rain. +MAKE +MILLIONS- Making millions, make tons of millions. How to LOSE Money “MAKE MILLIONS”- How to make millions, make1. Not Separating Search and Display Network millions online.2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage [MAKE MILLIONS]- Make millions.5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Using Only Broad Match Keywords The Broad Match Rule: never start your campaign with broad match keywords. Always start with a How to LOSE Money combination of modified broad,1. Not Separating Search2. and Display Network Broad Match Keywords phrase, and exact match.3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Not Using Negative Keywords Can you see that? How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Create a Simple Landing Page How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Create a Simple Landing Page How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Create a Simple Landing Page How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Create An Adwords Account and Forget About It How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Not Utilizing a Budget How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Not Using Geographic Targeting How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets @LukeAlley

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Using and Understanding Match Types MAKE MILLIONS- Millions of babies, make rain. +MAKE +MILLIONS- Making millions, make tons of millions. “MAKE MILLIONS”- How to make millions, make How to Make Money1. Using and Understanding millions online. Match Types2. Knowing Strengths and Weakness of Search and Display Campaigns [MAKE MILLIONS]- Make millions.3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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Using and Understanding Match Types Rule #1- Start your campaign with modified broad match, phrase match, and exact match. Rule #2- Only use broad match if you have very How to Make Money low volume. Do extensive keyword research in1. Using and Understanding Match Types this case.2. Knowing Strengths and Weakness of Search and Display Campaigns3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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Search Campaign Strengths 1. Reach people right when they are searching for your product or service. 2. More qualified traffic. 3. Targeting is very specific. You know exactly what you are getting. 4. Most people are familiar with how search1. How to Make Money Using and Understanding works. Match Types2. Knowing Strengths and Weakness of Search and Display Campaigns3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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Create Tight Knit Adgroups WRONG GROUPING RIGHT GROUPINGS One Huge Adgroup Become Rich • Become rich online • Become rich online • How to become rich • How to become rich • Make millions of dollars • Make money online Millions of Dollars • Make money at home online • Make millions of dollars How to Make Money • Where to find millions of dollars • Where to find millions of dollars1. Using and Understanding Match Types Money Online2. Knowing Strengths and Weakness of Search and • Make money online Display Campaigns • Make money at home online3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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Optimizing On a Regular Basis – Add New Keywords or Negative Keywords How to Make Money1. Using and Understanding Match Types2. Knowing Strengths and Weakness of Search and Display Campaigns3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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Optimizing On a Regular Basis – Test New Ads How to Make Money1. Using and Understanding Match Types2. Knowing Strengths and Weakness of Search and Display Campaigns3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages @LukeAlley

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So Now What?Hire Someone:• Use an agency.• Hire an in-house manager.Do It Yourself:• Start small, then expand.• Use only keywords that are highly relevant to your business, then go more broad.• Track leads/sales from your site to measure ROI. @LukeAlley

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Not Separating Search and Display Network How to LOSE Money1. Not Separating Search and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic Targets8. No Frequency Capping For Remarketing @LukeAlley